Two Oceans Marathon

The data presented here is from April 2020 to Jan 2022.

Twitter stats:

• Account was first created in July 2011

• Followers = 35 847

• Statuses posted = 15 684

Instagram stats:

• Followers = 18 820

• Statuses posted = 1 042

---

Posts

The Two Oceans is the biggest marathon in Africa and attracts international participants, but it does not seem to have a lot of engagement on social media.

Notes

• In the last year Two Oceans Marathon posted more frequently on their Twitter account compared to their Twitter account.Between April 2021 and January 2022 they have 161 Twitter posts and 50 Instagram posts.

• The number of posts has not been consistent, there was an increase between March and June 2021 across both platforms. Instagram was also active between December 2021 and January 2022.

Engagement

Notes

• The engagement patterns follow the frequency of the posts. There was increased engagement between March and June 2021, and between December 2021 and January 2022 on Instagram. I suspect the increased engagement was due to the fact that there were more posts to engage with.

The Tweets with the highest engagement are around the announcement/confirmation of the 2022 marathon (this is for tweets).

There is a good amount of engagement on Instagram

Thoughts

• People who participate in the marathon probably do not use social media much.

• Are we focused on increasing engagement on social media only or overall (incl website)?

• The figures I have only represent the COVID-19 period, I do not have a view of what was happening before and so I do not have a way to compare the statuses before and after.

• It appears that engagement is not an impossible challenge to overcome, my recommendation is that our strategy starts with consistency so that the brand isn’t only visible closer to the marathon.